Integration of course means having a consistent message through each channel by actually deciding what eCRM is there to do for you. Does your eCRM fall into the PR, Marketing or Customer Services camps? Or all of them?
I’m a big fan of having a Big Idea that can be conveyed across different channels, as long as we remember that the channels have different strengths and weaknesses and that the customer might want different things from different channels depending on where they are in the Purchase Cycle.
And remember that even in this 'On-line' world, the majority of commerce still takes place off line, so your eCRM needs to be consistent to what happens when the customer visits the bricks and mortar!